Brennan / Crawford Global Advertising Practice in a Borderless World

Erscheinungsjahr 2017
ISBN: 978-1-317-42169-6
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 254 Seiten

Reihe: Routledge Studies in International Business and the World Economy

Autoren/Hrsg.

Brennan, Linda

Crawford, Robert

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Table of Contents

Introduction

Chapter 1- Globalisation of advertising: an overview of trends and issues: John Sinclair

Chapter 2- Globalisation, branding, and advertising's stakeholders: Linda Brennan and Robert Crawford

Chapter 3- Digital advertising and the new world of ‘viral’ advertising: Lukas Parker, Dang Nguyen and Linda Brennan

Chapter 4- American Advertising and the Politics of Consumption: Jean M. Grow

Chapter 5- Latin America and its influence on global creative advertising: Mensa Marta Torras

Chapter 6- Not an Island – the symbiotic connection of the UK and global advertising industry: Matthew Hook

Chapter 7- Advertising in Western Europe: The influence of Digital Media and Sustainability: Isidoro Arroyo-Almaraz and Lilia Ivana Mamic

Chapter 8- Advertising Market in Central and Eastern Europe. Case Study of Advertising Market in Poland- Tomasz Domanski

Chapter 9- Advertising Cultures and Global Influences in Sub-Saharan Africa- Nigerian, South African and Kenyan Models: Rotimi Williams Olatunji

Chapter 10- Advertising in the Middle East & Western Asia - advertising culture and global influences: Reza Semnani Jazani

Chapter 11- Indian Advertising in the Context of Globalisation: Hari Sreekumar and Rohit Varman.

Chapter 12- Advertising in Singapore – regional hub, global model: Peter Ling

Chapter 13- China: unique approaches to advertising in a globalising world: Julie Bilby and Sinha Kunal.

Chapter 14- Australasian Advertising and the World: Jackie Dickenson and Robert Crawford

Chapter 15- From global to social: digital communication and the future of globalisation & advertising: Robert Crawford, Linda Brennan, Dang Nguyen and Lukas Parker.

Über Autor(innen)

Robert Crawford is Associate Professor of Public Communication at the University of Technology Sydney.

Linda Brennan is a Professor in the School of Media and Communication at RMIT University.

Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.